Organic and Made in Tuscany Spirulina: the story of Severino Becagli

The Spirulina business is booming. Low-cost products are available in huge quantities for meeting market demand, and the degree of competition is growing. Consumers are also interested in food products that contain Spirulina and in cosmeceutical products. Companies that operate in the business can have multiple options for differentiating their production and for improving their margins. To achieve differentiation, product quality could represent a way of creating a competitive advantage. This is the scenario where the Severino Becagli company operates and produces its organic Spirulina made in Tuscany. This work describes the story of the Severino Becagli company and the opportunities and challenges that this start-up based in the heart of Tuscany has to manage to remain competitive in a dynamic business